Chart Of The Day: Europe's C-Segment, Now With More Premium Options
Yesterday’s chart didn’t include premium C-segment entrants, but commenter Vega beat me to the punch in mentioning them.
The Audi A3, BMW 1-Series and Mercedes-Benz A-Class have been giving the mainstream marques major headaches in Europe for the same reason that mainstream makes with mid-size sedans are worried about the Mercedes-Benz CLA. Why would you have a Camry or an Accord when you could have the three-pointed star (at least that’s the rationale in some people’s minds)? Looking at the stats, the A3 and 1-Series would slot in at 4th and 5th place in yesterday’s JATO rankings, while the A-Class would bump the Auris down a notch.
This effect is more pronounced in Europe, where mainstream brands have taken a beating. The only car makers that have flourished have been high end luxury brands (for obvious reasons) or low-cost brands that are appealing to value-conscious middle class consumers, and consequently stealing sales from mainstream brands. This is also why Renault is doing well ( thanks to Dacia) while PSA, with only Peugeot and Citroen, is taking such a beating.
With a 1-Series or A-Class starting at around the same price as a fancy Golf, Megane or Focus, the consumer feels the same pull away from the mainstream, and into something more impressive. Unless you’re Volkswagen- then you’re just leveraging the efficiencies of MQB and laughing all the way to the bank, as both the A3 and Golf enjoy strong sales.
More by Derek Kreindler
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The Mazda3 doesn't even make the chart? Odd, considering how well it does in the US and Canada.
I don't know if I'd feel the pull that much. Loaded to the gills Ford Focus or bare bones A3? Top of the line Mégane or 308 against a no frills A Class? I know what I'd do. Actually, as a value conscious consumer, I'd go with a lesser Focus or Mégane and call it a day.
I'm so tired of hearing about the CLA. Although I'm looking forward to seeing 3-5-year-old clapped out versions destroying M-B brand image. The entire program is a cynical cash-grab and while I won't completely fault the corporate myopia behind the quarterly profits driven by the zombie-like lemmings who will inevitably line up to lease these turds (I mean, who wouldn't take their money?), I will raise a caution flag and say that short-term gains are not always preferable to long-term success - however you want to define "success".
Renault is doing well thanks to Dacia ? I especially see loads of Renault's new Clio and Captur models on the road. Both sell like hotcakes throughout Europe since their introduction. This is what probably will happen: Volkswagen~Audi, BMW and Mercedes conquered almost the whole D and E segment in the past years. The C segment (or as we say "the Golf class/segment") may be next. BTW, a new Honda (any model) is almost a rarity. An exotic.